On the afternoon of March 18, the launch ceremony of the "Snow Beer Brave the Unclimbed Peak University Challenge," hosted by China Resources Snow Breweries, was held at Renmin University of China. Over a hundred university students passionate about outdoor activities and more than 30 major media outlets gathered at the event. The official website of the activity, www.snowycty.com, also went live on the same day, marking the kickoff of the nationwide recruitment drive specifically targeting university students — the 2015 Snow Beer Brave the Unclimbed Peak Challenge. University students can sign up via the official website, and after selection, they will head to Yunnan in mid-May to take on the unclimbed peak.
"Snow Beer Brave the Unclimbed Peak" is an original brand promotion campaign by China Resources Snow Breweries. Since 2005, it has been successfully held for ten editions, taking participants through plateaus, snow-capped mountains, polar regions, and wilderness. With the spirit of ambition, challenge, and innovation, the brave teams have jointly accomplished one challenging mission after another. The Snow Beer Brave the Unclimbed Peak campaign has become an annual outdoor extravaganza for Snow Beer. From the Yarlung Tsangpo Grand Canyon to the source of the Yangtze River, from expeditions along the national border to polar exploration, from K2 to the Long March route, from Hoh Xil to breaking through the snow line, and from crossing the Himalayas to challenging unclimbed peaks — the consistent brave spirit of Snow Beer has not only created a unique and differentiated brand identity but also enabled the brand to continually reach new heights through dedication and persistence. In 2013, China Resources Snow achieved a total sales volume and brand sales volume of over 10 million tons, becoming the first company in China’s beer industry to hit the “double 10-million-ton” milestone.
An unclimbed peak refers to a mountain that has never been summited. Challenging an unclimbed peak means facing the unknown — the difficulty is unknown, the route is unknown, and the information about the mountain itself is unknown. Just like life for university students, it is full of uncertainties and the beauty of the unknown. Only by bravely venturing into the unknown can one achieve self-transcendence.
Li Ji, Deputy Director of the Department of Higher Education of the Communist Youth League Central Committee, and other leaders attended the launch ceremony. Snow Beer also made a donation to outdoor rescue organizations at the event.